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Summary

Shana Bresnahan began working with Vanderbilt in 2007 as a marketing intern and is now an Interactive Program Manager in the Strategic Marketing Department. She was involved in the initial creation of a social media strategy and policy for the medical center and has since become the main "voice" of VUMC in social media. She has worked with colleagues throughout the medical center to develop the social media policy, strategy, and toolkit. Although she also manages marketing campaigns for clinical service lines, her primary role involves using social media and online marketing strategy to accomplish institutional goals. She has been presenting on the topic of social media communications for more than 5 years, and has effectively developed and managed online search campaigns that have produced positive ROI. Shana believes that social media is not only an integral part of a marketing strategy, but can be used in departments such as human resources and patient experience to increase effectiveness and efficiency. 

Shana is a native Nashvillian that loves volunteering her time and talents to local non-profits and churches. In her spare time she enjoys finding great deals at thrift stores and on craigslist. Utilizing her writing skills to encourage newlyweds has become a priority with her blog, Marriage in Motion. She's been known to eat too much southern food and complete large jigsaw puzzles in short periods of time. Her top two priorities are her relationship with Jesus and her husband. She works hard to maintain a healthy work/life balance tin order to be able to give her best to her colleagues and employer.

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Work History

Work History
Jan 2011 - Present

Interactive Marketing Program Manager

Vanderbilt University Medical Center

Social Media

  • Strategy & Implementation
    • Working with social media team to develop a integrated marketing strategy
    • Managing brand presence in social media across all departments
    • Moderating the main VUMC Twitter & Facebook presence
    • Assisting marketing leads in interactive components to campaigns
  • Communicate social media policy & strategy to employees
    • Develop and maintain social media toolkit (www.mc.vanderbilt.edu/socialmediatools)
    • Live & online trainings
      • Policy compliance
      • Best practices for departmental & personal use
      • Platform basics
      • Brand monitoring
    • Online application management and review
      • Assisting departments in strategy and account creation
  • Internal Communications
    • Partnering with Dir. of HR to use social media for internal communications
    • Utilizing social media monitoring to improve employee satisfaction
    • Equipping HR team to monitor brand mentions in Twitter
  • Brand monitoring
    • Utilizing Hootsuite and Sysmos to monitor brand mentions
    • Integrating observations & data to adjust campaign strategy
  • Service recovery
    • Responding to service recovery opportunities in Twitter
    • Teaming up with patient experience office to manage service recovery
    • Equipping patient experience department to takeover monitoring & response

Online Marketing

  • Build online marketing campaigns from ideation through launch
  • Optimize online campaigns to increase conversions and reduce cost
  • Report campaign results
  • Utilize Facebook ads to build page engagement and event attendance
  • Work with Facebook representatives to build and maintain national premium facebook ads

Marketing Lead for 4 Clinical Service Lines

  • Budget creation and management
  • Interact with specialists and service line staff¬†
  • Work with creative services to develop promotional materials
  • Develop marketing strategy and tactics
  • Assist web team to maintain web presence
  • Work with outside vendors to develop promotional materials
Jun 2008 - Dec 2010

Marketing Specialist

Vanderbilt University Medical Center

Social media strategy development and implmentation

Social media policy development and training

Internal social media training and communication strategy

Develop and manage all Google Ad Words campaigns and Facebook ads Develop e-newsletter campaign strategy Maintain and monitor mentions and social media communication for Facebook, Twitter, Blogs, FourSquare etc Manage social media account approval and creation process Brand & event marketing Develop and distribute marketing materials for targeted communications campaigns Market research Data gathering and analysis including web analytics, marketing trends, online and real-time monitoring

Budget management

Mar 2010 - Dec 2010

Marketing & Events Consultant

Front Porch Ministry

Established an online and social media presence Created an email marketing strategy Planned a 150 guest benefit dinner and silent auction

Mar 2007 - Jan 2008

Intern/Contractual Employee

Vanderbilt University Medical Center

Assisting marketing leads with brand & event marketing Develop and distribute marketing materials for targeted communications campaigns Market research Data gathering and analysis including web analytics, marketing trends, online and real-time monitoring

Budget management

2007 - 2008

Administration & Recruiting

Premier Financial Group

Managing potential new hires through the interview and training process

Administrative tasks

2006 - 2007

Administration & Recruiting

Bankers Life & Casualty

Managing potential new hires through the interview and training process

Administrative tasks

May 2006 - Aug 2006

Marketing Internship

ELH Group Advertising

Assisted the 3 person advertising team in developing advertising materials for clients.

Copywriting

Editing

Education

Education
Aug 2004 - May 2008

B.B.A.

East Tennessee State University

Certifications

Certifications
Jun 2010 - Present

Ad Words 101 & 102

Seminars for Success
Jun 2010 - Present

Web Analytics Certification

Seminars for Success
Jul 2008 - Mar 2009

Award of Achievement in Web Analytics

University of British Columbia Coninuing Studies